To prevent the onset of iodine deficiency disorders (IDD) that are persistently widespread in Nepal, The Futures Group International (Futures) and partners have successfully built demand for iodized salt through the Iodized Salt Social Marketing Campaign (ISSMAC), in conjunction with the Ministry of Health, UNICEF and Salt Trading Corporation (STC).

Problem: Many Nepalese prefer to consume loose crystal salt that does not retain iodine, an essential micronutrient. The challenge therefore was to switch consumer preference to packaged iodized salt, which prevents iodine evaporation, to ensure adequate iodine intake for health and mental development.

Strategic response: Futures created an “umbrella logo” depicting two bright school children (signifying mental development) to be used on iodized salt packs, redesigned packaging presentations, worked with STC to improve packaged salt visibility and availability at the retail level, and generated mass awareness of iodized salt benefits through multiple media channels. The iodized salt logo became widely recognized (nearly 50% awareness) soon after launch and packaged iodized salt quickly sold out. STC boosted production, however, to meet the increased demand. A significant component of the campaign is the video van outreach program or “Video on Wheels (VoW)”. The VoW travels to rural communities that have limited access to television and organizes video shows, conducts retailer surveys, and works with STC to improve packaged salt availability.

The ISSMAC program has established that government, multilateral and private institutions can and should work together in social marketing interventions to improve public health.

Learning Objectives:

At the conclusion of the session, the participant (learner) in this session will be able to

1. Articulate the problem of addressing Iodine Deficiency Disorders in a developing country where consumption preferences pose a challenge.

2. Develop a social marketing strategy for building demand for packaged iodized salt.

Keywords: Nutrition, Social Marketing

Presenting author's disclosure statement:I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.